Quotation Bruni, Elena. 2020. Visual frames of the Anti-Vaccination movement. The 8th Austrian Early Scholars Workshop in Management, Linz, Austria, 14.05.




Despite framing studies mainly draw their insights on verbal texts, this research analyses the rhetorical power of visuals to frame disruptive events. Employing data from international newspapers and social media discussing the anti-vaccination movement and covering a period spanning from 2010 to 2020, the study aims to detect the most relevant visual frames employed by different sources to portray the debate. Drawing also on social constructivism perspective and multimodality approach, this research shows how newspapers set a normative agenda, whilst the debate in the social media creates an array of frames that mobilizes consensus and shapes a collective identity.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Paper presented at an academic conference or symposium
Language English
Title Visual frames of the Anti-Vaccination movement
Event The 8th Austrian Early Scholars Workshop in Management
Year 2020
Date 14.05
Country Austria
Location Linz


Bruni, Elena (Former researcher)
Institute for Organization Studies IN (Details)
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